Research On The Current Situation And Optimization Strategy Of H Bank Brand Management

With the deepening of the structural reform of the financial supply side in China,all kinds of banking financial institutions have been equally competitive in financial products and services,and the competition in the financial market has rapidly changed into the competition of financial brands.As the most powerful financial subject in the banking organization system,urban commercial banks are expanding their asset scale and corporate influence.However,due to the short development history of urban commercial banks and weak brand strategic awareness,the defects in brand management are gradually exposed.As the first corporate City Commercial Bank in H Province,with the continuous improvement and optimization of enterprise management,H Bank has carried out brand management from the aspects of brand creation,brand positioning,brand culture and brand impact.Starting from the connotation of financial brand management,this paper makes a complete review of the brand building process of bank h.focusing on the core brand concept of "friend finance" determined by H Bank,it combs the management achievements of H Bank in brand building system,brand communication mode,brand management measures,etc.Then,through SWOT analysis and consumer questionnaire survey,the paper analyzes the advantages of H Bank's brand management environment and problems in development,summarizes the natural advantages of H Bank's brand management,and extracts the lack of planning and systematization of brand management.Finally,according to the relevant theories of brand management,this paper puts forward operable suggestions for the brand strategy,brand positioning,brand marketing,brand culture and other problems existing in the brand management of H Bank,so as to provide reference for improving the brand management level of H Bank.In the process of studying h bank's brand management,combining with the characteristics of city commercial banks,this paper transforms brand image theory,brand recognition theory,brand positioning theory,brand culture theory,brand communication theory,etc.from theoretical knowledge to operational methods,and seeks the healthy development path of city commercial banks under the background of structural reform and deepening financial reform on the financial supply side To provide some reference and thinking for the development of small and medium-sized banking institutions.